Just Published: "Computers and Peripherals in Venezuela"

In 2014 it is expected that sales of computers in terms of volume will be falling at an average rate of 4% because suppliers cannot quickly recover inventories. Demand exhausts inventories in a few weeks, as there is no confidence amongst consumers that the products will be able to be found later and also supply levels are very small. This situation is a consequence of import restrictions applied by the government since the end of 2011, which have had a negative impact on retail and business sales of computers and peripherals, and have prevented consumers from choosing from a wide variety of different models, brands, qualities and prices.

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Competitive Landscape

Hewlett-Packard Development Co LP led computer sales in 2013 with a 14% share of volume sales because it is a better recognised company in Venezuela and because of its wide distribution strategy. The policy of import restriction for finished products has benefited Síragon, which for 2013 ranked second with an 11% share of computer volume sales as a local company which has a strong presence in laptops with a 30% share. Acer moved to third position with 10%, leading retail volume sales of netbooks with 56% volume share. Desktops competition is fragmented with an 81% share of volume sales accounted for by others because scarcity has encouraged consumers to purchase computers in parts from different brands to build a complete device.

Industry Prospects

New technologies such as hybrids will increase market participation and towards the end of the forecast period replace PCs. However, given that most of the consumer electronics brands and product types that are perceived as status symbols are not manufactured in Venezuela, the introduction of new import tariffs or more restrictive foreign exchange controls could hamper demand over the forecast period. The high inflation rate and lack of competition will negatively impact consumers of computers and peripherals with higher prices and lower-quality products. Conversely, if economic conditions improve to such an extent that certain import tariffs are removed and currency controls are relaxed, many portable consumer electronics categories are likely to perform better than predicted. If the second scenario comes to pass, the availability of foreign brands and products with advanced technologies should improve significantly. At the same time, rising disposable incomes and increasing competition between manufacturers and retailers should make such products affordable to greater numbers of consumers.

Report Overview

Discover the latest market trends and uncover sources of future market growth for the Computers and Peripherals industry in Venezuela with research from Euromonitor's team of in-country analysts.

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